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Introducing Fire, the First Smartphone Designed by Amazon — New breakthrough innovations—Dynamic Perspective, Firefly button, and more — Seamless integration with Amazon's vast ecosystem—over 33 million songs, apps, games, movies, — Only smartphone with Mayday, ASAP, X-Ray, and Second Screen

FireFly: Amazon's Fire Phone Can Identify Almost Anything — Amazon's new Fire Phone had to be about getting people to buy stuff from Amazon, right? Of course. Enter Firefly, which turns the Fire Phone into a sort of universal object scanner that'll recognize books, DVDs, or jars of Nutella, and help you buy them—from Amazon.